The very last day has arrived to submit entries for the PR Audience Award. Of course, anything can still happen, but so far an interesting trend is noticeable: whereas awards typically focus on big companies, now it's mostly smaller brands that are being nominated by the public. An interesting observation, worthy of a blog!
Authenticity
This development may suggest that authenticity and originality carry more weight than marketing budgets when the public can decide what impactful communication is. In other words: it might indicate a growing appreciation for stories that feel relatable and genuine, over polished campaigns with large budgets.
For instance, the PR stunt by Stage Magic to take over Brussels' Grand Place with an army of Romans didn't cost much, but yielded a lot in terms of user-created content. Everyone has an association with the Romans (what's your Roman Empire?), so it's recognizable and can have an impact on the average person.
Voting Round Determines Final Winner
Whether this trend will continue to the eventual winner will be determined during the voting round that starts on April 25th. For three weeks, everyone can cast their vote for the nominated campaigns and stunts. The winner will be announced on May 18th. Only today can new submissions still be made.
The coming weeks will therefore reveal whether the preference for smaller brands holds when the public votes en masse, or if well-known names will still walk away with the prize.
